The future of digital marketing? Artificial Intelligence and Augmented Reality

The Internet and digital technologies make consumers more informed and sophisticated nowadays, with a variety of rational and irrational factors influencing their shopping behavior. The present paper focuses on new digital trends, specifically artificial intelligence and augmented reality. The utilization of these trends in marketing communication within the food market is steadily increasing. The paper explores their influence on consumers' rational decision-making processes based on a questionnaire survey involving 764 respondents who are food consumers and use digital technologies. Statistical methods and techniques were used to evaluate the established hypotheses, such as the Chi-square test of independence, the Share test with known constant, and the Chi-square test of good agreement. Based on the results, some recommendations are suggested for improving digital marketing communication in the food market.

Keywords: digital marketing, AI, AR, rationality and irrationality in consumer shopping behavior